The 22 Immutable Laws Of Marketing

 Excerpt  :

Certainly the best and the brightest people traditionally have been attracted to the biggest and the best companies, like GM and IBM. But the programs themselves were based on assumptions that were flawed. John Kenneth Galbraith, when asked what he believed was America’s perception of the country’s giant corporations, said that we feared corporate power. Today, we fear corporate incompetence!

All companies are in trouble. Especially big companies. General Motors is a good example. Over the past decade the company paid a terrible price for destroying the identity of its brands. (It priced them alike as well as made them look alike.) Ten share points evaporated, which translates into about $10 billion a year in sales. GM’S problem wasn’t a competitive problem, although competition did increase. It wasn’t a quality problem either, although GM obviously wasn’t delivering top-notch quality.

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